Free resources for Principals

Everything you need to know about sales agents – and how to succeed with them
Please feel free to browse our articles below.

Factsheet 1 – Working with Sales Agents – The Bare Essentials

Definition of an Agent According to Terry James* A sales agent is a freelance, self employed sales person who works, usually alone, for perhaps several, non competing, companies and obtains orders for those companies and is paid a commission on […]

Factsheet 2 – Where do Sales Agents Come From?

It is essential to have a good understanding of the unique UK sales agent culture. Let’s start by looking at where agents come from… The Path To Becoming An Agent Not many people set out in their professional careers with […]

Factsheet 3 – Sales Agent Types : Selling Agents vs. Introducer Agents

There are two main sales agent types: Sales Agent Type 1: Selling agents Sales agents who actually deliver an order to you for fulfillment. This level of closure demands a higher (normal) level of commission. Sales Agent Type 2: Introducer […]

Factsheet 4 – Number Of Sales Agents Required & Territory Setting

Typically about 10-12 sales agents are needed to cover the UK. This will of course vary. Agents tend to work on counties, although the most reliable method for the principal is postcodes. County borders are easy to see, but keep […]

Factsheet 5 – Sales Agent Profiles & Entrepreneurialism

Typical Sales Agent Profiles Sales agents are typically male, aged 40-70. The median age is around 55. A few agents are in their 30’s and hardly any in their 20’s. However many are well into their 60’s and 70’s. Some […]

Factsheet 6 – Sales Agent Capacity & Portfolio

Sales Agent Capacity and Performance: Managing Your Expectations Sales agents cannot devote 100% of their time – or brain power – as they have several other principals, and the impact this has on performance both in terms of volume of […]

Factsheet 7 – Typical Sales Agent Profiles

Agents are typically male. Females are very rare: perhaps only 5% to 10% of agents are female. Agents are typically aged 40-70, with the average around 55. Only a few agents are in their 30’s and fewer still in their […]

Factsheet 8 – Keep it Simple: The Sales Agent Mantra!

In general Keep It Simple (KIS) is an overriding principle when dealing with agents. Simple is good. Simple products/services are always best for sales agents. Agents tend to work best with simple products and arrangements. Complexity can kill! If you […]

Factsheet 9 – Threshold of Economic Viability between Sales Reps and Sales Agents

There is an old saying that is relevant here: ‘different horses for different courses’. Sales agents’ strengths usually lie in penetrating independent businesses. They find very large customers hard for a variety of reasons: Buyers are often transient, making it […]

Factsheet 10 – Big Cities & Sales Agents

Very big city are difficult areas for sales agents. You might hope and expect the opposite given the high concentration of potential customers. The worst by far is London, followed by Birmingham and Manchester. These areas are often poorly suited […]

Factsheet 11 – The Sales Agent Strategy Statement

Before you embark on a sales agent recruitment exercise you should make a clear and concise statement of your sales agent package and policy. This will act as a reference point and guide for all staff working on the sales […]

Factsheet 12 – Sales Agent Recruitment: How to Generate Interest

Information Required You need to put certain information in front of prospective sales agents for them to be able to evaluate whether they are interested in the agency opportunity. Your basic company details – name, brands Contact details: names, phone […]

Factsheet 13 – Sending Out Information to Prospective Sales Agents: The Sales Agent Information Pack

When making an initial enquiry about an agency opportunity, it is usual for the sales agent to require some detailed information on the company, the products / services to be sold, and the agency deal.  You should prepare an information […]

Factsheet 14 – Do I Need a Sales Agency Agreement?

In practice, the issuing of a sales agency agreement can delay getting started.  The agent might want his solicitor to check your contract out, and come back with issues and amendments.  This will involve all parties in delays and possible […]

Factsheet 15 – Sales Agent Management: Should I Set Targets?

Targets are a prickly issue!  What basis do you use to establish targets that are fair and achievable?  Target setting traditionally lies in the domain of the salaried salesforce – which most sales agents have left behind for good.  Sales […]

Factsheet 16 – Sales Agent Management: Should I Demand Reporting?

Agents do not take enthusiastically to any non-commission-earning activities, unless they are being paid of course. It is quite common for companies new to working with sales agents to expect them to behave like employees, and expect diligently prepared paperwork […]

More Factsheets…

Coming soon!